MMGY Research Reveals Shifts in U.S. Leisure Travel Planning

MMGY’s latest report indicates that U.S. leisure travelers are adjusting their travel planning and spending strategies in response to ongoing economic pressures.

MMGY Travel Intelligence has released findings from its “Winter Edition” of the Portrait of American Travelers, revealing shifts in how U.S. leisure travelers plan and budget for vacations. The report, based on a survey of 4,500 U.S. adults, projects a nearly $700 increase in annual vacation budgets over the next year despite economic challenges.

The study highlights that travelers are not canceling trips; instead, they are rethinking their planning and booking methods. Many are utilizing artificial intelligence tools and social media for inspiration and opting for flexible payment options to facilitate travel. The report notes that inflationary pressures continue to strain household budgets, influencing short-term leisure travel decisions. However, concerns about potential airport disruptions have also risen, leading some travelers to hesitate.

Key findings from the report include a growing emphasis on flexibility and value in booking decisions. Approximately 20% of travelers have used “book now, pay later” services, with younger generations and families leading this trend. Additionally, 81% of travelers visit at least one online travel agency website or app to compare prices and availability.

The report also indicates a rise in brand loyalty, with membership in frequent flyer programs increasing by 10 percentage points over the past two years to 57%. This trend reflects a heightened focus on perks, rewards, and value among travelers.

Technology’s role in travel planning is expanding, with nearly half of travelers now using AI tools for trip research, a significant increase from the previous year. Despite this, most travelers still trust recommendations from human experts more than AI alone. Social media’s influence has also grown, with 55% of travelers reporting that platforms such as Instagram and YouTube affect their vacation choices. Additionally, 61% of active leisure travelers acknowledge some influence from social media influencers, while 48% report similar impacts from celebrities.

The report further notes that Baby Boomers are expected to spend more on leisure travel next year than other generations, even as they plan only slightly more trips. Meanwhile, younger travelers and families are more likely to incorporate AI tools, flexible payment options, and social media into their travel planning processes.

The “Winter Edition” of the Portrait of American Travelers is available for purchase or as part of a subscription to MMGY’s EurekA! research platform.